Thursday, December 8, 2011

Act Now

In marketing, a sense of urgency is a device to give readers a reason to respond quickly. When reading an advertisement, people have a tendency to procrastinate – to put the advertisement aside and consider it later. A sense of urgency helps overcome this tendency by providing a reason to
act immediately.

There are two common ways to create a sense of urgency: offer a reward for prompt action, or assess a penalty for not acting. Some examples of a reward include a free gift for responding or a bonus with purchase; an example of a penalty is a limited supply of the product or service being offered or a sale that lasts for a defined period of time.

A sense of urgency works by creating scarcity – the reader must act by a given deadline. The sense of urgency can be undermined if the deadline or other conditions are not strictly enforced.

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